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Introduction
No one could have anticipated the scope of integration and pervasiveness of the internet in contemporary societies. Since its inception, the internet has undergone unprecedented growth in its reach and applications to become a staple in various sectors of the economy. A key technological revolution that accompanied its development was the emergence of social media as a primary platform for communication. Social media refers to web-based tools and services aimed at fostering community development through information sharing (Tarantino, McDonough, & Hua, 2013). They include blogs, wikis, sharing tools, networking platforms, media (e.g. video, audio, photo, and text), ...
